While its goal is to bring together the best food, drink, and Southern soul and country music, it does so with unfailing hospitality. That's how it sets itself apart from other food & wine festivals—everyone is relaxed and friendly, and the event is staffed by a team of volunteers whose one mission in life seems to be to make sure you enjoy your time in Greenville. Both the place (with shiny new shops, restaurants, parks, and promenades) and the people are those of an up-and-coming modern town with a sweet Southern touch.

Some of the highlights of the weekend's events were Friday night's Taste of the South, featuring tastes from the best local restaurants accompanied by a large outdoor country music concert; Saturday's Tasting Showcase, which featured local food and beverage markers; Sunday's Jazz brunch; as well as wine seminars, cooking demos, and more. Euphoria flew in top chefs from New York, Chicago, Atlanta, and all over the south to participate in the cooking demos, cook-offs, and to cook side-by-side with Greenville's best chefs for a series of guest chef dinners.

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